How Two Catalogers Managed Brand Refreshes

Process
For Eastwood, its brand refresh was broken down into four "D's": discover, define, design, deploy. The discovery phase involved identifying what makes Eastwood different than its competitors. The answer: it offers make than just products; it offers solutions that helps their customers get jobs done right. The define stage involved validating the assumptions it had about its brand and customers through testing. Design included rolling out a new logo and tagline ("Do the Job Right"). And the deployment phase is ongoing, including the launch of a new channel for Eastwood: brick-and-mortar stores.